March 12, 2019 / James Bourne

Data spending continues to go up - but getting fresh, gleaming, actionable insights remains a challenge. According to a new survey published by the Interactive Advertising Bureau (IAB), organisations are looking to multi-channel to create those harmonious experiences users will love.The study, which polled 105 professionals focused across marketing service providers, developers and publishers, found cross-channel campaign measurement and attribution - cited by 57.3% of those polled - was a top priority, as well as cross-channel audience identification and matching (52.4%). More than two thirds (69.2%) of those polled said their organisations increased spending on data and related services in 2018, with more than three quarters (78.2%) expecting to spend even more in the coming 12 months. Only 2.6% said they were looking to spend less in this area in the coming year. In terms of use cases which offered the biggest opportunities in 2018, multi-channel audience identification et al was se...